Internet has since the beginning of the nineties gone through an enormous growth in size, and with this big increase in numbers of users, a new, lucrative advertisingmarket was created with webbased marketing. This market has grown in the same tempo, and has now reached some sort of a breakpoint. There is no doubt that internet will be a marketingmedium to count on in the future, but how will development continue to progres and what shape will it have? Will this development keep on growing in the same tempo as earlier or will we see factors that put a break on this development? With this study, I have wanted to give a picture of internet as a marketingchannel today and how it is understood by consumers, spokesmen for the bransch and branschauthoritys. Further, I have tried to give a picture of how the future could look like, judging from the data that was collected from interviews, a big poll and those written sources on the subject that are available today. To be able to give answers to my questions at issue and reach a conclusion for the partproblems that I had initially, I have made a group of interviews with spokesmen of the bransches marketing, netportal, netanalysis amongst others. I have then added an questionnaire, made on the general public, collected and analyzed the data and compared it to the secondary sources available. The results have then finally been put together to present a future scenario for how the future may look like. My conclusion has, judging from the investigated sources, been that internet have big potential as a future marketingchannel. There is a big possibility that the bransch will, expected that those problems present today will be solved, will take considerable shares from other media and dominate the supply in the future. There is also a possibility that some other forms of advertisingchannels will completely disappear, following by this dominance, while the media together with others, will cooperate in parallel and complete eachother through filling different kinds of operations. As a general recommendation for those companies developing startegyplans for the future, I have therefore decided to recommend those to put energy to keep its mainpersonal on keypositions updated on development in this area, and, if possible, set aside considerable economic resources to webmarketing, when choosing and prioritating between marketingchannels.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:sh-578 |
| Date | January 2006 |
| Creators | Norlander, Joachim |
| Publisher | Södertörns högskola, Institutionen för ekonomi och företagande, Huddinge : Institutionen för ekonomi och företagande |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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